eBay Enterprise Adds New Features

The B2B unit of eBay, eBay Enterprise, may be headed for a new owner soon, but the company hasn’t slowed down its efforts of expansion. On Thursday (Aug. 6) eBay Enterprise announced a new service for corporate clients in what it described as an “industry-first.”

The unit has added Dynamic Commissioning to its Affiliate Network service, reports said, a tool that will help businesses gain high-tech marketing tools to optimize their advertising efforts and help online platforms strengthen their relationships with other companies.

Through the solution, companies can pay publishers based on an array of factors, including the type of device used at checkout, customer retention or product assortment. “Dynamic Commissioning technology,” the company said, “allows publishers to deliver on metrics beyond simple conversion and contribute to more complex marketing campaigns that drive sales and deliver incremental results.”

For eBay Enterprise Head of Affiliate Marketing Michael Jones, Dynamic Commissioning leaves behind the concept of “one-size-fits-all” for publisher commissions. “This customizable Dynamic Commissioning is an innovation that enables brands to attribute variable commission rates based on type of customer,” he said, adding that the solution operates in real time, “so brands know immediately what is working.”

Existing services on the eBay Enterprise Affiliate Network include metrics, data reporting and analytics, attribution technology, device tracking and in-store integration services.

Reports that eBay would be divesting its eBay Enterprise unit coincided with the official split between eBay and PayPal only weeks ago. To some analysts, the unit was considered lackluster and a bit of dead weight for the eCommerce conglomerate.

It will now be acquired by a consortium of buyers for $925 million, and the companies said they expect to close the deal later this year, when the buyers will release more information about their takeover.

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